🔥 Hot Take: Margins Live or Die in Sales — Not in the Finance Department.
In B2B sales, protecting margins doesn’t start with the finance team — it starts with the salesperson. How well you sell value, not price, determines whether your margins thrive or disappear.
🏃 First to value wins.
Sales is the battlefield where margins are won or lost. The Priority Sale teaches us that early access is critical — getting in front of decision-makers first allows you to steer the conversation away from price and toward the priority you address and the value your solution delivers. When you focus on the buyer’s biggest threats and strategic needs, you elevate the conversation to business impact, not cost.
🚀 Price pressure is a trap.
Falling into the Race to the Bottom erodes your margins. When you allow the conversation to center on price, you give away control. Instead, lead with urgency and demonstrate how your solution solves the buyer’s most pressing threats. In The Priority Sale, we know that when urgency and impact are at the forefront, price becomes secondary, and margins stay protected.
🛡️ Strategic sales, strategic margins.
The Race to the Bottom forces salespeople into reactive discounts and cuts — sacrificing profitability just to win a deal. The Sprint to the Summit, on the other hand, is about staying strategic. You protect your margins by positioning your solution as essential to solving high-level, urgent business threats. When value is clear, the need for concessions disappears.
🔑 Use objections to reinforce value.
Objections often center on price, but they’re really about perceived value. When a buyer pushes back on price, flip the conversation. Use The Priority Sale’s H.A.N.D.L.E. framework to address concerns and reposition your solution as the answer to their critical threats. When you align your solution with their biggest priorities, price becomes less important, and your margins remain intact.
🏔️ Only one reaches the Summit.
In the Sprint to the Summit, there’s only room for one winner. By being first to align with the prospect’s urgent needs and biggest threats, you establish yourself as the solution that brings the most value. Competitors who arrive later are left competing on price, forcing them into the Race to the Bottom — and that’s where margins get destroyed.
💡 Takeaway
Sales isn’t just where deals are won — it’s where margins are built and protected. Lead with value, focus on strategic impact, and stay out of the Race to the Bottom. In the Sprint to the Summit, margins thrive when you’re the first to demonstrate how your solution transforms their business and solves what matters most.